"Indeed, Groundbreaking": How The Devil Wears Prada 2 Built the Most Stylish Marketing Campaign of the Year
The long-awaited sequel to Runway's fashionable world has arrived — and its campaign is worthy of a Vogue cover
Strike a pose, the sequel to The Devil Wears Prada is finally here! 20 years after the original release— yes it was two decades ago— the fashionable and cutthroat world of Runway is back in cinemas. In some way, we have all been touched by the first movie through its inspiring identity story arc, the behind the scenes of the fashion world, its memorable quotes and memes on the internet.
The Devil Wears Prada 2 follows Miranda, Andy, Emily and Nigel in an even more competitive, fashionable, and stunning sequel as they all progress and grow in their careers. This follow-up promises a story very much à la mode of today’s fashion world while delivering a masterclass in on-brand film marketing.
What makes this sequel outstanding is not just due to its bold choice to follow the story two decades after— it’s how the marketing campaign speaks directly to audiences and fans that grew up with the film, making an intentional worthwhile return to the world of Runway.
Don’t Be Ridiculous, Everybody Wants This…A Sequel To The Devil Wears Prada
The beginning of talks of a possible sequel started way back in 2013 as Lauren Weisberger’s released Revenge Wears Prada: The Devil Returns— yes, the movie is not only inspired by Anna Wintour’s assistants’ lives as it is also a book, that is rather different from the movie— but the prospects of an actual sequel started in July 2024, when Disney started the development for a sequel with the same screenwriter from the original film and the cast began negotiating for their return.
What makes this story worth revisiting all these years later you may ask? The answer is actually quite simple— audiences and society. Audiences have grown and developed their own careers and sense of fashion just like Andy Sacks (Anne Hathaway) and with the evolving technology as magazines are diving into the digital realm— imagining where these characters are now is a story worth telling— and the whole nostalgia about it as well!
The Devil Wears Prada is More Than A Movie— Is A Global Icon: How A Fashionable Global Runaways Paved The Way For Its Marketing Campaign
What better way to promote a film about the behind-the-scenes of a fashion magazine than to make the campaign its own fashion event?
Throughout the campaign, the magazine-worthy creative direction is something worth the mention from Press Lookbook, Press Releases, Global Runways, and Stylish Pop Corn Buckets with an amazing soundtrack made by Lady Gaga, what could be more on-brand with the story’s universe?
Anne Hathaway and Meryl Streep embarked on a global tour from Mexico City to London— promoting the movie in true fashion style wearing statement pieces from major fashion houses that match each character and actor’s own style.
Additionally, all Press Tour Lookbooks were accompanied by a fashion show highlighting each nationality's designers and expanding the world of Runway’s New York City to a multi-cultural style giving a chance for audiences across the globe to experience the world of fashion alongside ‘Miranda Priestly & Andy Sachs’.
Who says eating popcorn is out of fashion? This special pop corn bucket does not only make sense in a creative aspect— immersing audiences truly to their fashionista era on par with the movie— but also in a business element where movie theaters can gain attention— who doesn’t remember the memorable yet odd Dune Pop-Corn bucket?
This strategy is extremely essential in a society where digital content remains, a physical souvenir you are sure to use again and feeling immersed in the world of The Devil Wears Prada— definitely approved by Miranda Priestly. Special On Theme Pop Corn Buckets bring people to cinemas and the fear of missing out on exclusive merch, and creating profit over the same commodity— a warm and tasty pop-corn.
If you ain’t hearing this song to get in the vibe of the movie before watching the sequel this weekend— I seriously recommend it!
I Love My Job, I Love My Job, I Love My Job: How Collaborations Mix The World of Beauty and The Screen
Nothing brings a movie’s world to life quite like the right collaborations. When talking about the world of fashion, of course a limited-edition collection featuring quotable lines of the original movie and the iconic red shoes iconography is most definitely expected by audiences— bridging the gap between the world of high fashion and fans of the movie, just like Andy Sachs when first introduced to the stylish world of fashion.
The most essential part of everyone’s (work) day is the perfect refreshment! A timely Starbucks’s partnership introduced exclusive menu options on par with the characters' lives and nodding to Miranda’s iconic coffee order from the original films, connecting the film to something universal— a really good coffee and a genuinely clever callback.
While younger audiences— or people who are not the biggest fans of the beverage— who have only recently discovered the movie— a Diet Coke collaboration may be their perfect choice, energizing and refreshing and a great choice alongside their pop corn.
Who doesn’t leave their house ready for a runway— or at least trying to? TRESemmé’s target audience overlaps with The Devil Wears Prada audience— people who need to be ready for a full day, no matter what comes their way, runway or your 9-to-5. In true editorial fashion, in a special limited issue of Runway, the fictional magazine of The Devil Wears Prada, is the place where you can see the ads for the products in collaboration— just like our daily lives— it speaks directly to audiences: we see you, we know you.
For the on-call fashionistas, fans were given the chance to win a NYC Shopping Spree, in true Miranda Priestly fashion. Through a Design Competition, Who Wear What created an exclusive press moment and an exclusive chance for fans who are truly immersed and part of the fashion industry to have their look ‘chosen by the famous Runway’s editor-in-chief’ and show their talent— uniting generations love of fashion and shopping.
Collaborations are not simply about licensing your IP to brands— they are bout choosing the right brands, at the right moment, that genuinely speak to your audience and the world of your film!
Truth Is, No One Can Do What I Do: How The Devil Wears Prada 2 Created The Perfect Sequel 2 Decades After
In our current media ecosystem, we indeed live in a world where franchises and sequels are the most seen and release film formats year in and year out— for better or for worse. Yet The Devil Wears Prada 2 brings something unique to the table: time and a genuine interest of audiences to see this characters again.
The two decades difference from the first to the second movie gives time to reach audiences that did not watch the movie at its release. With that, building a curiosity over its sequel— where would these characters be nowadays— that matches where the audience is, growing their professional careers.
One of the most used resources for intellectual properties by main studios and streaming platforms is nostalgia— which works wonders when timed right— but genuine interest would makes it stand out from your competitors and a story genuinely worth telling.
The Devil Wears Prada is indeed back and the most fashionable and cinematic marketing campaign of the season has arrived! With that, 20th Century Studios gave a masterclass on how to make fashion a worldwide celebration and on-point collaborations a worthwhile licensing opportunity! By all means, we are all moving to the nearest cinema to see this new addition to the franchise.
That’s All! See you All in the Movie Theaters for The Devil Wear Prada 2!
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